A new metric, called Brand Authority, is now available in the Moz Pro SEO toolset and the Moz API, the company announced today.
What is Brand Authority. Moz’s new Brand Authority metric can be found in Domain Overview. Moz assigns an “online brand strength” score between 1-100. There is also a new brand comparison visualization.
This metric is based only on U.S. data, but Moz said it plans to add data from more regions in 2024.
The data points used by Brand Authority will be updated at different intervals, but the metric will be refreshed bi-monthly, Meyers told Search Engine Land.
The price of a Moz Pro won’t be increasing with the addition of this metric. However, accessing Brand Authority data in the API will incur additional charges, Moz said.
Why we care. Moz customers may want to check out the metric and see whether it’s useful for SEO, PR or other marketing activities – and get a general sense of how Moz assesses your brand strength compared to your competition. However, I expect many SEOs, especially those who don’t use Moz, to be skeptical of another 1-100 “authority score.”
Why Moz cares. I asked them why how SEOs and marketers can use this score. Meyers said:
How Moz describes Brand Authority. According to Moz, users can use the metric to:
How it’s different from Domain Authority. Moz is the company that created the controversial Domain Authority metric, which predicts “how likely a website is to rank” in search, using a similar 1-100 scoring system.
Domain Authority isn’t going away. Both metrics will co-exist. Meyers said the metrics are “complementary” and there is little overlap between how the two metrics are computed:
Brand Authority vs. other brand score metrics. Search marketers have relied on metrics such as NPS (net promotor score), share of voice and sentiment analysis to measure brand strength. But Brand Authority attempts to “capture people’s awareness of a brand even before they begin their search and buyer’s journey,” Meyers said:
Top 500 U.S. brands. In addition to the new metric, Moz revealed a list of 500 sites with the most Brand Authority. Five brands achieved a perfect score of 100:
Also making the top 10:
The post Moz debuts new metric, Brand Authority, to measure brand strength appeared first on Search Engine Land.
from Search Engine Land https://searchengineland.com/moz-debuts-brand-authority-metric-430325
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